The Boxonomist

Actionable strategies you can implement right now to boost your gym’s revenue.

Good Morning, Boxonomist Crew!

There are a few things you’re going to learn over the next year with us that are going to drastically increase your leads. It’s actually a guarantee. However, an influx of leads can go catastrophically wrong if your gym isn’t set up to handle them.

That’s why these first few weeks we need to make sure the “low hanging fruit” is picked and your gym is ready to grow profitably. Read past articles HERE.

💪 Personal Training Upsells

Today we’re talking about personal training, and we’re going to start with upselling your current clients before we talk about getting new personal training clients.

Why It Works: Personal training creates a win-win scenario. Members receive individualized attention, customized workout plans, and motivation tailored to their specific needs, which enhances their overall gym experience. Your gym benefits from increased revenue streams and stronger member loyalty. In fact, many hugely successful gyms in our space promote personal training ahead of their classic group classes.

How to Implement: Start by training your coaches to recognize members who could benefit from personal training. This means honing their ability to identify those who might need extra guidance, whether they’re looking to hit a new PR, recovering from an injury, or simply seeking more structured support.

Once your coaches are adept at spotting these opportunities, you need a pricing structure and a schedule in place. As we discussed in last week’s edition, we suggest offering “member pricing” but mentioning the non-member pricing as well, which is significantly higher. This creates a high perceived value of both the session and the gym’s membership. Most gyms we see offer their personal training in 10-session packs, and the coach gets a 35-45% cut.

The Schedule is important. We spent many years just finding random times between a coach and a PT client that worked, even if it was before our earliest class or after our latest. That method isn’t viable in the long term, as everyone will get burnt out. Each coach should have specific set times they reserve for personal training, and the client needs to adapt to those times. If the timing doesn’t fit, don’t force it. Someone else will fill in soon.

As always, promotion is key. Integrate personal training services into your regular communication channels. During classes, have your coaches casually mention the advantages of personalized training. Complement these in-class announcements with targeted email campaigns that highlight success stories and the unique benefits of one-on-one training.

Future Outlook: Eventually you’re going to want personal training to be a huge part of your gym’s overall revenue. However, as we mentioned before, if you get 10 calls from leads wanting personal training but nobody to cover any of the times, you’re going to miss out big-time (or overwhelm yourself trying to accommodate everyone). This is why we suggest starting slow with upselling your current clients. We’ll grow these channels soon once the initial schedule is filled out.

Right Now: Talk to all or some of your coaches and try to set up 1 or 2 timeslots where they can personal train. Set your prices, and start advertising these times as available. You probably already have some members in mind who have specific goals and could benefit - talk to them and you’ll start filling up the hours quickly.

Keep On Keepin’ On

The Boxonomist Team

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